Free
$0
500 actions · 100 data credits/mo
- ✓Unlimited users and tables
- ✓Waterfall and Claygent
- ✓Up to 200 rows per table
- ✓Bring your own API keys
- ✓Clay sequencer for email
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ProspectingLead Agents pickG2 4.9/5
Clay
GTM spreadsheet for enrichment, signals, and automation from 150+ sources
Data enrichmentWaterfall providersAI research (Claygent)Intent signalsCRM syncOutbound workflows
What is
Clay is a workspace for GTM teams: in one table you connect 150+ data providers, AI research (Claygent), signals, and automations, without manually juggling CSVs and API keys across tools.
Typical flow: import a list or LinkedIn search, run a waterfall for email/phone, enrich firmographics, add AI personalization, and push to Lemlist, Instantly, or your CRM. It is not a full CRM or high-volume email sender - Clay is the brain that prepares and keeps data in motion.
Ideal for
GTM Ops and RevOpsGrowth and outbound teamsAgencies building custom listsEnterprise GTM (ABM, inbound enrichment)Startups building a data stack
Key features
- Waterfall enrichment across 150+ providers
- Claygent - AI web research and custom columns
- Signals: job change, news, web intent, social
- CRM auto-sync and hygiene (HubSpot, Salesforce…)
- Sequencer and outreach tool integrations
- Sculptor, workflows in natural language
Pricing
By actions + data credits · ~10% off annual · 14-day trial + free plan
Launch
$167 / month
from ~$134 annual · 15k actions/mo
- ✓2,500 data credits per month
- ✓Phone enrichment and signals
- ✓Up to 50,000 rows per table
- ✓Custom functions
- ✓Outreach tool integrations
Growth
$446 / month
from ~$359 annual · 40k actions/mo
- ✓6,000 data credits per month
- ✓Auto-sync and enrich CRM
- ✓HTTP API and webhook signals
- ✓Web intent signals
- ✓1 ads audience (LinkedIn/Meta)
Enterprise
Custom
Custom actions and credits
- ✓Data warehouse sync
- ✓Audiences (unlimited rows)
- ✓SSO and RBAC
- ✓Dedicated growth strategist
- ✓2+ ads audiences
Plan comparison
| Feature | Free | Launch | Growth | Enterprise |
|---|---|---|---|---|
| Actions / month | 500 | 15,000 | 40,000 | Custom |
| Data credits / month | 100 | 2,500 | 6,000 | Custom |
| Rows per table | 200 | 50,000 | 50,000 | Unlimited* |
| CRM sync | No | Integrations | Auto-sync | Auto-sync + DWH |
| Web intent signals | No | No | Yes | Yes |
Pros
- +One place for 150+ data sources and waterfall logic
- +Claygent for research other tools do not cover
- +Flexible workflows, from list to CRM/outreach
- +Unlimited users on all plans
- +Strong community (Clay University, Slack)
Cons
- -Steep learning curve, not plug-and-play for beginners
- -Cost scales with actions and data credits
- -Not an outreach platform, you still need a sender
- -Best CRM and intent features start on Growth+
- -Credit usage takes planning to control spend
How simple is setup?
Start from a template or blank table, connect providers, and build columns (enrichment, AI, signals). A first workflow can ship in a day or two; complex ABM and CRM loops need GTM Ops experience and Clay University resources.
Integrations
HubSpotSalesforceLemlistInstantlyZapierSlackSnowflakeAPI / Webhooks
Alternatives
| Tool | Starting price | Trial | Category |
|---|---|---|---|
| Relevance AI | from $0 | Free plan | Prospecting |
| n8n | from €20 | Free trial · no card | Prospecting |
| PredictLeads | from $0 | 100 credits/mo | Prospecting |
| Apify | from $29 | Free plan | Prospecting |
| Apollo | from $49 | 14 days | Prospecting |
| Prospeo | from $37 | Free plan | Prospecting |
| Instantly | from $37 | Free start | Email outreach |
| Lemlist | from $55 | 14 days | Email outreach |
Frequently asked questions
Click a question to read the answer.
How much does Clay cost?
The free plan is $0 (500 actions, 100 data credits). Launch from ~$134-167/month, Growth from ~$359-446/month, Enterprise is custom. Billing combines platform actions and data credits for providers.
What are actions and data credits?
Actions measure how often you run enrichment or GTM steps in Clay. Data credits pay for data and AI from marketplace providers (email, phone, firmographics).
Does Clay offer a trial?
Yes, a 14-day trial on paid plans, plus a permanent free plan with no card required to experiment.
Why choose Clay?
When you need custom GTM logic, waterfalls, AI research, signals, and sync to CRM/outreach, not just one fixed data vendor.
Does Clay send emails?
It has a built-in sequencer and integrations with Lemlist, Instantly, Outreach, and others - Clay prepares data and triggers campaigns, but most teams still use a dedicated sender for scale.
Does Clay have an API?
Yes - HTTP API, webhooks, CRM integrations, and an MCP server to connect with AI tools and internal systems.
What are Clay alternatives?
Often compared to Apollo, ZoomInfo, Phantombuster, and a Clearbit-style stack. Clay is strongest when building unique multichannel workflows; Apollo is faster for all-in-one prospecting.